Today, being on the internet is not enough. The issue, now, is how to be seen and increase conversion to a targeted audience This is a Content Marketing mission.
Content marketing is basically a strategic, non-verbal, or verbal marketing approach that focuses on delivering curative, useful, consistent, relevant, and interesting content or information to your consumers and readers all across the globe to retain a targeted audience.
Instead of always using a promotional tone and pitching about your products, you are providing relevant and useful content to your prospects and customers to help them solve their issues.
The most important thing to understand is why it is effective for your business.
Content Marketing is a foundation and complement to other Digital Marketing strategies. Whatever marketing medium you choose, you will always need the content.
It can help you achieve a few different objectives types in many ways, like educating people on how to use your product or service to solve their problems.
To understand why content marketing technology is effective, we would have to discuss the 4 most important steps of the sales cycle.
Content makes you findable, especially on search engines like Goole. This will help people find your company among a giant quantity of information available online.
Give the necessary message to your target audience by providing them relevant content at the correct time they need it. It will exceed the expectations and will turn you into an authority about that subject, generating value for you and your audience.
Giving your audience relevant and useful content is important as it will make them engage with your content like leaving comments and reacts.
Content Marketing is capable of teaching the audience that your solution exists and how it works.
When you adopt Content Marketing, you win bigger coverage, reaching more and more consumers, but targeting them most effectively.
The more you generate leads, the better are the chances to sell. Convert prospects into leads, offering attractive that stimulates them to leave useful information to close a deal.
Content Marketing can have a lower CAC because one piece of content can reach a large number of people and can be useful in different mediums and platforms.
If you offer relevant and usable content to your clients, you’ll keep them for more time on your base. They will feel important when perceiving that your brand keeps thinking about how to help them solve their problems, even after they closed the deal.
Now that we have identified the benefits of including Content Marketing in your Digital Marketing efforts, it is now time to discuss the steps in creating a successful strategy:
Understanding who you are talking to is the first step to creating good content. It is not just about simple segmentation: it demands the creation of a character with all attributes of your target audience.
Whenever you are writing marketing material, one important thing to note is the Buyer’s Journey. Create a plan or a way that could allow you to speak directly to buyers regardless of what buying stage they are in. Know each stage of the marketing funnel below.
Can also be linked to the awareness stage. Here your prospects is not yet sure of the problem and solution. Here you may attract many people, generally, people don’t leave their information yet. But, nothing prevents that it happens.
This can be linked to research and consideration as mentioned earlier. Your prospects may have given you some information in exchange for valuable content. The best model for businesses is through blog posts, multimedia, and interactive content, keeping the focus on the solutions your company can provide to your lead.
This can be linked to the Buy stage. The prospects in this funnel are really interested in your products or services and have big chances to purchase your products or services.
The first step in creating content is to think about the content you need to create. Your Buyer’s Persona would help you to create compelling and curative content for all of the audience. The content needs to be about their problems, the solutions they want, their needs, and the customers’ buying stages and patterns.
Define the strategic goals and the metrics you will use to verify if the campaign is successful.
The most common goals for Content Marketing are:
Diversify Content Distribution Channels
The best way to distribute your content is by utilizing different channels like blogs, social media, email marketing, etc. It makes it easier to access your content when searching actively for a specific subject, or even if it isn’t researching yet, it receives your content passively.
Social media is no doubt one powerful channel as it allows you to publish content at no cost, which also explains its popularity among businesses. Reach a large audience and drive them to your blog or institutional website.
This channel has the biggest ROI (Return On Investment) among the most commonly used channels in a Content Marketing Strategy as it allows businesses to use precise segmentation and create nurturing flows to automate their campaigns.
The most common type of content marketing is blog posting. They are responsible for attracting organic traffic from search engines. After having the content written, you’ll need to optimize it thinking about all the SEO rules. This optimization is the key to take your content to the first position on the search engines.
An infographic is a content format that takes the information to readers through visual resources like images, vectors, graphics, and beautiful and functional typography. A 1,000-word blog post can do that just fine, but an infographic can make dense information easier to absorb.
Video is one of the best content marketing tactics to reach and engage consumers. It is mandatory to include videos in your Content Marketing strategy to stay competitive in the online market today. Video marketing may engage your audience quickly and efficiently. People are consuming more video content than other formats. This makes video one of the best types of content to use on your strategy.
Podcasts give you a clear path in a world of complexity. It is a form of content marketing type that people use to guide listeners. This way, they can tempt people to buy their products or avail of the services.
Ebooks are an excellent content format to offer in exchange for some information such as name and email. Visitors can’t resist downloading this kind of publication, especially when the subject is relevant to them.
Case studies and testimonials are the best credibility booster for a brand. That’s why they are so important at the bottom of the funnel. Case studies tell a client’s success story endorsed by their testimony.
Paid advertisements for content help you to reach a wide base of an audience so that you can position yourself on the internet as per your wish.
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